Agency: ARK CONNECT Country: Russia With Coca-Cola being a general partner of the 2018 FIFA World Cup in Russia we faced multiple business tasks. One of the key tasks was to drive local brand relevance and national pride within international visitors. As a part of company's Experient Our branding appeared in most TV stories about the FIFA World Cup. Our headdresses were in thousands of photos on social media. They were picked up by brands, in memes and in opinion leader’s posts. For international guests, it was a perfect gift from Russia, for local fans – a symbol of pride to be a host Country. Traditional Russian headdress with Coca-Cola branding was beloved by spectators and became an unofficial symbol of the Championship.